Synopsis
Direct mail marketing and email marketing both have their advantages and disadvantages. But, both are an efficient and cost-effective way to find new customers, make new sales, up-sell to current customers, and stay connected with existing customers. And best of all, both of these marketing methods can be easily implemented into the marketing plans of even the smallest business on a very tight budget.

What You Will Learn
1. You will learn the advantages and disadvantages of direct mail marketing and email marketing.
2. You will learn how you can decide which method is best for your small business.
3. You will learn the benefits of using both methods at the same time.

Introduction
Small businesses cannot ignore the power of direct mail marketing and email marketing. Of course, both have their advantages and disadvantages.

But, both are an efficient and cost-effective way to find new customers, make new sales, up-sell to current customers, and stay connected with existing customers.

And best of all, both of these marketing methods can be easily implemented into the marketing plans of even the smallest business on a very tight budget.

Here is a quick overview and comparison of both methods:

A. DIRECT MAIL MARKETING
(Using a mail service to physically send your marketing materials)
Direct mail marketing is NOT dead. It is still as powerful as it has ever been. One of the best things about direct mail marketing is that it has the ability to get your message into the hands of your prospects. Check out Lynda.com for great online video courses about direct mail.

1. Direct Mail Marketing Recipients Are More Receptive
Many people are still not using email. Plus the fact that people will most likely spend more time reading a postcard or letter than they will an email. Getting a beautiful postcard or envelope into the recipient’s hand can be a powerful tool. As long as you design your marketing material so that it catches the reader’s eye, they will read your message.

So much of the mail marketing pieces that arrive in a person’s mailbox are so poorly designed, that much of them get ignored and quickly shredded. Make your direct mail material stand out from the rest, and they will read your message.

2. Direct Mail Marketing Can Become Expensive
If you are not targeting the correct audience, you'll be wasting time and money. Sending marketing materials directly to specific people at specific addresses will keep your costs way down, and greatly improve your chances of making a sale.

3. Direct Mail Marketing Can Be Time Consuming
Building a mail list, and designing amazing marketing materials to send out, takes time, thought, and money. But as a small business, you must always be adding to and improving your mail list and marketing materials - right from day one. Many small businesses, home-based businesses, and professional practices can live or die based on how well their mail list and marketing materials are perceived by the recipients.

B. EMAIL MARKETING
(Using email to electronically send your marketing materials)
Email marketing is amazingly cheap, quick, and easy to implement, but it will not be replacing direct mail for a very long time. One of the best things about email is that it is trackable.

This data can be used to analyze open rates, clicked links, and conversion details. All of this data can help you fine-tune your email content and message. Check out MailChimp.com, which has twenty free books about email on their website.

1. Email Marketing Is Very Inexpensive
You can easily start an email list and not spend one cent. But getting email addresses from anyone beyond your current customers can be very time-consuming. But eventually, you will build a larger list. Then you’ll need an email service company to manage and send your email messages. Many of these service companies have a free plan to manage up to a certain amount of addresses.